What Is Link Juice, and How Does It Contribute to a Website’s Search Engine Ranking?


"Link juice" refers to the value or authority passed from one webpage to another through hyperlinks. It significantly affects a website’s search engine ranking by influencing its authority, relevance, and trustworthiness.

Link juice is an informal term in the world of SEO (Search Engine Optimization) that describes the value one link passes to another. This concept is rooted in the belief that hyperlinks are a way for websites to implicitly vouch for each other. When a website links to another site, it transfers some of its own authority and trust to the linked page, potentially boosting its visibility in search engine results pages (SERPs) [Moz, 2023].

The value of link juice transferred depends on several factors:

  • Source Authority: Links from high-authority sites, such as reputable news websites or educational establishments, pass on more value than those from newly created or low-quality sites [Ahrefs, 2023].
  • Link Context: If the link is embedded in relevant, high-quality content, it is considered more valuable. Contextual relevancy enhances the perceived trust and relevance of the link [Backlinko, 2022].
  • Number of Links: A page that links to numerous sites has its link juice diluted among those links. Conversely, fewer outbound links concentrate more link juice on each linked page [Search Engine Land, 2021].
  • Follow vs. Nofollow: Links tagged with "rel=nofollow" do not pass on link juice. These are used to prevent certain links from affecting search engine rankings [Google Search Central, 2023].

Link juice plays a crucial role in search engine optimization by impacting several key ranking factors:

Authority and Trust

Search engines like Google view links from reputable websites as endorsements. Thus, the more high-quality backlinks a site has, the more credible and trustworthy it appears, which in turn can lead to higher rankings [Neil Patel, 2023].

PageRank Algorithm

Link juice is integral to Google's PageRank algorithm, which determines the importance of web pages based on the number and quality of links. Pages with more high-quality inbound links are typically ranked higher because they are considered more authoritative [Sergey Brin & Lawrence Page, 1998].


A link from a contextually relevant source boosts the perceived relevance of a page for specific queries. For example, a backlink from a well-known tech blog to a tech product page would be highly beneficial [Moz, 2023].

Guest Blogging

Guest blogging on authoritative sites in your niche can earn high-quality backlinks. For instance, writing an article for a popular industry blog and including a link back to your site is an excellent strategy for gaining link juice [HubSpot, 2023].

Content Marketing

Creating valuable, shareable content (like infographics or in-depth guides) can naturally attract backlinks. For example, a well-researched whitepaper that provides unique insights can compel other sites to link to it as a reference [Content Marketing Institute, 2022].


Link juice is a fundamental concept in SEO that underscores the importance of inbound links in the ranking algorithms of search engines. By understanding and utilizing link juice effectively, website owners can significantly enhance their site's authority, relevance, and trustworthiness, thereby improving their search engine rankings.